Jack Chambers-Ward dives into the evolving world of SEO, AI, and branding with guest Yordan Dimitrov, SEO Manager at Reflect Digital. They discuss the importance of brand consistency, the role of LLMs (Large Language Models) like ChatGPT in shaping user experiences, and the pivotal strategies for maintaining visibility and relevance in an ever-changing digital landscape.

If you're curious about how AI is impacting SEO or want tips on optimising your brand’s digital presence, this episode is packed with valuable insights and recommendations.

Don't miss out on Yordan's upcoming talk at Brighton SEO and the exciting discussions around these crucial topics!

Follow Yordan:

• Reflect Digital: https://www.reflectdigital.co.uk/ 
• Website: https://yordandim.com/
• BioLink: https://yordan.bio.link/
• LinkedIn: https://www.linkedin.com/in/dimitrovy/ 
• Bluesky: https://bsky.app/profile/yordan-dimitrov.com 
• BrightonSEO talk: https://brightonseo.com/talks/forget-seo-vs-ai-build-a-brand-people-trust-or-get-left-behind

00:00 Embracing AI: The Younger Generation's Journey

01:14 Introduction to the Podcast

01:29 Interview with Yordan Dimitrov

01:41 The Importance of Brand in SEO

02:20 Upcoming Brighton SEO Event

04:15 SEO Strategies and User Behaviour

06:17 The Role of Brand and Visibility

10:05 Impact of AI on SEO Metrics

13:49 User-Generated Content and Reviews

22:21 Personalisation and AI in Search

25:14 The Future of Search and AI

31:06 Meta's AI Integration and User Consent

32:01 The Shift in Digital Marketing Metrics

33:04 The Impact of LLMs on User Conversion

34:32 E-commerce Strategies for Better User Experience

37:44 The Importance of Consistent Branding

38:39 Personalisation and Localisation in Marketing

45:55 The Role of User-Generated Content

51:31 Adapting SEO Strategies for AI and LLMs

54:17 Tool and Content Recommendations

59:43 Conclusion and Final Thoughts

In this bonus episode of Search With Candour, Jack Chambers-Ward and Mark Williams-Cook share their top recommendations for talks at the upcoming Brighton SEO conference.

Candour’s dynamic duo discusses talks that cover the value of human connection in digital PR, and explore the intricacies of AI, machine learning, and attribution models in SEO.

Whether you're attending Brighton SEO or simply interested in staying updated with the latest in the SEO world, this episode is packed with invaluable information and expert commentary.

Jack’s recommendations

1. John Iwuozor - https://brightonseo.com/events/october-2025/talks/vector-embeddings-for-everyday-marketers
2. Yordan Dimitrov - https://brightonseo.com/events/october-2025/talks/forget-seo-vs-ai-build-a-brand-people-trust-or-get-left-behind
3. Tom Capper - https://brightonseo.com/events/october-2025/talks/measuring-aio-impact-was-anyone-clicking-anyway
4. Myriam Jessier - https://brightonseo.com/events/october-2025/talks/making-all-content-machinereadable-geo-beyond-text-optimization
5. Lazarina Stoy - https://brightonseo.com/events/october-2025/talks/aipoweredormlenabled-semantic-keyword-research-for-the-ai-era

Mark’s recommendations

1. Tom Rawle - https://brightonseo.com/events/october-2025/talks/ai-is-dead-for-digital-pr-long-live-the-humans
2. Dixon Jones - https://brightonseo.com/events/october-2025/talks/what-ai-knows-about-your-brand-and-what-you-can-do-about-it
3. Luke Carthy - https://brightonseo.com/events/october-2025/talks/lastclick-attribution-is-broken-and-its-hurting-seo
4. Adam Gent - https://brightonseo.com/events/october-2025/talks/how-googles-search-index-works
5. Will Kennard - https://brightonseo.com/events/october-2025/talks/everything-you-need-to-know-about-react-server-components

00:00 Introduction and Episode Overview

00:38 Catching Up with Mark

02:11 Candour's Recent Projects and Developments

03:27 Upcoming BrightonSEO and Personal Updates

07:59 BrightonSEO Talk Recommendations

08:50 Mark recommends: Tom Rawle

11:27 Jack recommends: John Iwuozor

13:14 Mark recommends: Dixon Jones

17:10 Jack recommends: Yordan Dimitrov

20:04 Mark recommends: Luke Carthy

22:58 Jack recommends: Tom Capper

24:51 Mark recommends: Adam Gent

28:22 Jack recommends: Myriam Jessier

32:18 Mark recommends: Will Kennard

36:25 Jack recommends: Lazarina Stoy

38:53 Final Thoughts

In this episode of Search With Candour, Jack Chambers-Ward hosts Pablo Lopez to discuss the future of clickless SERPs and their impact on SEO.

They delve into the widespread adoption of AI in search engines like ChatGPT and Google's AI Mode, the effects on user journeys, and the shift from traditional SEO tactics to strategies focused on direct traffic and brand loyalty.

Pablo shares valuable insights on audience understanding, content strategy, and the importance of integrating SEO with other digital marketing channels.

If you're looking to stay ahead in the evolving world of SEO, this conversation is a must-watch!

Follow Pablo

• Dept Agency: https://www.deptagency.com/   
• Pablo on LinkedIn: https://www.linkedin.com/in/pablolopezm/ 

Pablo’s Recommendations

• https://ahrefs.com/blog/zero-click-search/ 

• https://ipullrank.com/how-ai-mode-works 

• https://seofomo.co/ 

  
  

00:00 Introduction

01:26 Welcome to Search With Candour

02:54 Introducing Pablo Lopez

04:02 The Future of Clickless SERPs

07:51 User Adaptation to AI Mode

10:58 Impact on User Behaviour and Trust

19:58 Shifting SEO Strategies

26:52 Measuring Success in a Clickless World

36:36 User-Focused Content and Brand Loyalty

38:39 SEO Strategies and Customer Understanding

40:27 Impact of AI on Publishing and Content Creation

50:54 Direct Traffic and Brand Recognition

57:54 Recommendations

01:07:44 Final Thoughts and Upcoming Episodes

In this week's episode of Search with Candour, Jack Chambers-Ward sits down with Manuel Madeddu to discuss the importance of a holistic approach to web performance.

They delve into the significance of connecting various elements such as SEO, user experience, and sustainability for optimal web performance.

Manuel shares his insights on adapting to the evolving search landscape, the critical metrics to monitor, and the significance of bridging the gap between different departments.

Follow Manuel

• LinkedIn: https://www.linkedin.com/in/manuel-madeddu/
• Carpet Joe: www.carpetjoe.com

00:00 Introduction to AI and SEO

00:57 Welcome to Search With Candour

02:30 Guest Introduction: Manuel Madeddu

04:54 The Importance of a Holistic Approach

07:23 Web Performance and Sustainability

14:03 The Evolution of Search and SEO

35:58 Balancing UX, Design, and SEO

41:58 The Importance of Accessibility in Web Development

44:15 Real-World Examples of Accessibility Challenges

47:50 The Role of Legislation in Accessibility

48:25 Colorblindness and User Experience

51:06 Recommendations and Final Thoughts

54:48 Tools and Software for Web Performance

55:59 Entertainment Recommendations: Movies, Games, and Anime

01:08:15 Upcoming Events and Personal Updates

Join hosts Jack Chambers-Ward and Mark Williams-Cook in this week's episode of Search with Candour as they discuss recent Google SERP changes and the impact of AI on keyword research.

Discover why the SEO community is buzzing about Google changing the num100 parameter and how these modifications affect impressions and rank tracking.

Additionally, the dynamic duo share conference experiences, and tease upcoming speaking engagements.

Links:

• Search ‘n’ Stuff conference: https://searchnstuff.co.uk/conferences/search-n-stuff-antalya-conference-2025/
• International Search Summit: https://events.transperfectdigital.com/international-search-summit/
• Personas for AI search: https://searchengineland.com/seo-personas-ai-search-461343
• Google search drops num100 parameter: https://www.seroundtable.com/google-search-drops-100-results-parameter-40097.html
• Jack’s brightonSEO talk: https://brightonseo.com/events/october-2025/talks/the-future-of-content-with-zero-clicks
• Sponsor Jack’s charity MMA fight: https://justgiving.com/page/jack-chambers-ward

Timestamps:

00:00 Introduction

00:44 Conference Highlights and AI Keyword Research

01:58 Personalisation in AI Search

07:30 Upcoming Conferences and Events

12:56 Google's Search Parameter Changes

21:55 Impact of Bot Traffic on Google Search Console Data

24:13 Rise of New Crawlers and Tools

25:34 Google's JavaScript Requirement Update

27:33 AI Mode and the Future of Search

35:10 Transparency and Data Limitations

40:20 Upcoming Events and Conferences

In this episode of Search With Candour, Jack Chambers-Ward interviews Jojo Furnival, Marketing Manager at Sitebulb about the unique challenges of enterprise SEO.

Jack & Jojo discuss issues such as the complexity and scale of large websites, resource allocation, and the importance of interdepartmental communication.

Jojo shares insights on the value of automation and proactive management, as well as the essential human skills necessary for effective SEO at an enterprise level.

They also chat about Sitebulb's new cloud services and the importance of aligning SEO strategies with broader business goals.

Jojo’s recommendations:

• New free enterprise SEO course
• Rendering Difference Engine Chrome extension
• My Victorian Nightmare podcast

Follow Jojo:

• ⁠Check out Sitebulb⁠
• ⁠Follow Jojo on LinkedIn⁠
• ⁠Follow Jojo on Bluesky⁠

Resources:

• Previous episode with Patrick about JavaScript SEO
• Previous episode about enterprise SEO strategies from January 2024
• Sitebulb webinar about enterprise SEO

Time stamps

00:00 Introduction to Enterprise SEO Challenges

01:14 Welcome to Search With Candour

04:45 Welcome Jojo Furnival

06:10 Understanding Enterprise SEO Challenges

10:08 Navigating Technical and Human Challenges

14:24 Prioritisation and Communication in SEO

22:38 Aligning SEO with Other Departments

26:10 Adapting to Outdated Technology

30:12 Log File Analysis and Future Plans

31:40 Automation in SEO: Balancing Technology and Human Touch

33:19 Enterprise SEO: Tool Stack and Automation Strategies

35:28 Effective Communication and Soft Skills in SEO

39:44 Understanding Roles and Skills in SEO Teams

45:38 Challenges and Metrics in Enterprise SEO

51:03 Adapting to AI and LLMs in SEO

55:46 Recommendations and Final Thoughts

62:05 Outro

In this episode of Search with Candour, host Jack Chambers-Ward sits down with freelance SEO consultant Ian Ferguson to discuss the delicate balance between user experience (UX) and search engine optimisation (SEO).

They delve into the importance of integrating SEO at the start of web design processes, the impact of AI on SEO, and how to create valuable content that serves both users and search engines.

The episode also touches on practical tips for improving UX, managing client expectations, and the future of SEO in an AI-driven landscape.

Follow Ian:

⭐Website: https://ferguseo.com/

⭐Ian on LinkedIn: https://www.linkedin.com/in/ianjferguson/

⭐Ian on Bluesky: https://bsky.app/profile/ferguseo.com

⭐SEO TLDR Newsletter: https://seotldr.substack.com/

Ian's recommendations:

🛒How do grocery store layouts influence shopping? https://www.youtube.com/watch?v=skKu1CSrKsQ

👓Microsoft Clarity - https://clarity.microsoft.com/

🫙Hotjar - https://www.hotjar.com/

🍻The User is Drunk - https://theuserisdrunk.com/

📖Ali Abdaal’s Feel Good Productivity - https://aliabdaal.com/feel-good-productivity/

Links:

🎙️The live podcast in Brighton: https://www.eventbrite.co.uk/e/social-health-is-the-key-to-career-success-free-food-and-drinks-tickets-1556336527449?aff=oddtdtcreator

🥊Jack's MMA fight for charity: https://justgiving.com/page/jack-chambers-ward

Time stamps:

00:00 Introduction

05:00 Welcome Ian Ferguson

05:12 Ian Ferguson's Background and Expertise

06:19 The Intersection of UX and SEO

10:01 Challenges and Strategies in SEO and UX

18:00 The Future of SEO in the Age of AI

39:16 The Importance of Keyword Research in Web Design

39:43 Time Constraints and Departmental Silos in Marketing

40:05 Leveraging AI for Product Data Management

40:56 Enhancing User Experience with Interactive Guides

42:34 The Challenges of Modern SEO and UX Integration

43:43 The Shift from Content Quantity to Quality

46:18 Adapting to AI and Changing Client Needs

52:55 Optimizing Internal Search and User Navigation

55:06 The Role of Data in E-commerce Strategy

59:00 The Benefits of Content Curation and Site Clean up

01:00:33 Psychological Insights from Supermarkets to E-commerce

01:03:37 The Future of SEO and User Experience

01:05:39 Final Thoughts and Recommendations

Welcome to another episode of Search With Candour!This week, Jack Chambers-Ward sits down with Matt Cayless to discuss brand authority and digital PR.Whether you’re an SEO pro, a digital marketer, or a brand builder, this episode is packed with actionable insights, real-world examples, and expert advice on how to build lasting brand authority in 2025 and beyond.🔑 Key Talking Points:

• What is brand authority and why does it matter?
• The evolving role of digital PR in SEO
• Measuring brand authority: what really moves the needle?
• The impact of AI, LLMs, and changing search behaviors
• Building trust, credibility, and visibility in your niche
• The future of link building and branded mentions
• Attribution challenges in the age of GA4 and zero-click searches
• Actionable tips for getting started with digital PR and audience research

• Recommended tools, resources, and where to find Matt online

⏰ Timestamps:00:00 – Introduction: Why brand authority matters01:14 – What is brand authority?05:45 – The evolution of SEO and digital PR13:15 – How to measure brand authority18:45 – The power of branded mentions and quality signals25:00 – Digital PR vs. traditional link building32:00 – The impact of AI, LLMs, and changing search habits40:00 – Attribution, analytics, and the “zero-click” world48:00 – Building authority in your niche: practical steps55:00 – Audience research and the importance of showing up58:00 – Recommendations1:03:00 – Where to find Matt Hali and Bubblegum Search👇 Enjoyed the episode?Follow us/subscribe on for more expert interviews and actionable SEO insights!Drop your questions and thoughts in the comments – we love hearing from you.

In this week's episode of Search with Candour, Jack Chambers-Ward discusses the dynamic relationship between branding and SEO with Krešimir Ćorluka, co-founder of Canonical Agency and one of the organisers of Zagreb SEO Summit.

Discover the potential pitfalls of bad branding, learn how to ensure your brand strategy supports your SEO efforts, and understand why knowing your customer base is crucial. Plus, get insights into the future challenges and opportunities brought by AI and LLMs in the digital marketing landscape

Follow Krešimir:

• Zagreb SEO Summit: https://zagrebseosummit.com/
• Canonical Agency: https://canonical.hr/
• LinkedIn: https://www.linkedin.com/in/kresimir-corluka/

00:00 Highlight reel

01:08 Introduction

03:34 Zagreb SEO Summit Recap

12:21 Challenges in Branding and Rebranding

35:38 The Importance of Team Collaboration

36:22 Challenges with Brand Managers

36:52 Misguided Corporate Decisions

41:10 The AI Hype and Its Pitfalls

45:51 The Future of Google and AI

52:52 Monetisation and Content Quality Concerns

59:15 Final Thoughts and Recommendations

Join Jack Chambers-Ward in this week's episode of Search With Candour as he welcomes back SEO consultant Seb Atkinson for an in-depth discussion on masterful SEO strategies.

Seb shares his journey, starting his own business, Atkinson Smith Digital, and key content strategies he uses with his clients.

The conversation delves into practical insights on keyword clustering, creating revenue-driven models, and effectively communicating the value of SEO with clients.

Learn how to bridge the gap between technical SEO and business goals, and discover innovative methodologies for forecasting and analysing market opportunities.

Follow Seb:

• Website: https://atkinsonsmithdigital.com/
• LinkedIn: https://www.linkedin.com/in/sebatkinson/
• Bluesky: https://bsky.app/profile/sebatkinson.bsky.social

Resources:

• https://atkinsonsmithdigital.com/keyword-clustering/
• First appearance in 2020: https://withcandour.co.uk/podcast/episode-51-the-seo-process-with-seb-atkinson
• Last appearance in 2023: https://withcandour.co.uk/podcast/why-you-should-care-about-inp-with-seb-atkinson

00:00 Introduction and Welcome

00:54 Guest's Journey and Career Highlights

01:10 Starting a New Business

01:49 SEO Strategies and Client Engagement

03:16 Keyword Clustering and Research

05:33 Client Communication and Buy-In

06:55 Tools and Techniques for SEO

26:43 International SEO Challenges

30:28 Setting Click-Through Rate Targets

31:18 Understanding Market Size and Competitor Analysis

31:44 Monthly vs. Yearly Metrics

32:35 Competitor Strategies and Market Positioning

36:30 Connecting Data to Revenue

38:27 Forecasting and Predictive Models

43:10 Challenges in Data Accuracy and Client Communication

49:45 Final Presentation and Client Buy-In

54:05 Resource Allocation and Implementation

01:00:46 Conclusion